Aldi is rebranding its products: Here’s what shoppers can expect
Aldi exclusive products will now carry either the “Aldi” brand or “Aldi Original” label. It is a move to modernize and simplify the shopping experience, says the CEO.
Aldi is changing its packaging to put the Aldi name on nearly every product, the discount grocery store chain announced Wednesday.
It said that the move is in response to customer feedback, and that going forward, Aldi exclusives will carry either the Aldi brand label or — as in the case of Clancy’s, Simply Nature, and Specially Selected — an Aldi Original label.
Shopping at Aldi is a no-frills experience and a fast one. The stores are relatively small, and clerks scan groceries at lightning speed and put them back into your cart. They don’t bag items; you do that in a bagging area after you pay.
“The new look and feel of our products is the next step in our journey to modernize our simpler, quicker shopping experience,” Atty McGrath, who began as CEO Sept. 1, said in a statement.
More than 90% of items sold in Aldi stores are exclusive to the chain.
“Our customers already call our private labels ‘ALDI brands,’ and we’re excited to officially recognize them with a name they can see and trust,” said Scott Patton, the company’s chief commercial officer.
The change is underway, and over the next few years, every product will be refreshed to feature the Aldi name.
Founded in 1946 in Germany and now headquartered in Illinois, Aldi is in the midst of a massive U.S. expansion.
Since the pandemic, the company has seen a surge in business as consumers are faced with ever-increasing grocery prices.